Bronx Zoo Selects Deutsch | Adweek Bronx Zoo Selects Deutsch | Adweek
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Bronx Zoo Selects Deutsch

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NEW YORK Deutsch said it has been awarded creative and media duties for the Wildlife Conservation Society, more popularly known by its flagship brand, the Bronx Zoo.

The New York-based Interpublic Group shop won the account after a review in which the 10-year incumbent, WPP Group's Young & Rubicam, did not defend.

The client spent less than $500,000 in measured media in each of the last two years to advertise its Bronx flagship and other properties, including the New York Aquarium and zoos located in Central Park, Queens and Brooklyn's Prospect Park.

DeutschMedia takes over from WPP's Mediaedge:cia to help develop the marketing program in largely nontraditional media.

"I grew up going to the Bronx Zoo, so when they said it was up for grabs, I was thrilled," said Val DiFebo, president of Deutsch. She hails from the borough's Pelham Parkway section.

"They've had beautiful work for a long time," she said, referring to Y&R's largely outdoor campaign tagged, "Get closer."

Even so, DiFebo said, "at the end of the day, the client needs customers through the turnstiles."

Part of Deutsch's winning strategy was its media plan, which narrows the target to moms instead of the general public.

Acknowledging that the Wildlife Conservancy is not a big spender, DiFebo noted that the budget was not the account's primary attraction.

"It's a great way to round out our creative portfolio in New York," she said. "It's a high-profile account in this market and gives the creative people in the agency something to work on besides pharmaceuticals, which is a category we excel in." (Deutsch handles Johnson & Johnson and Novartis, among others.)

Client vp, marketing Jesse Ewing said, "It's easy to choose a new agency when solutions are clearly laid out. Deutsch presented sound business insights that will turn the turnstiles. Blend that with their electrifying teamwork and you have a winning combination."